Experience, Edge & What Cannabis Could Be | Emily Paxhia

When people talk about cannabis brands, they usually focus on flower, flavor, or maybe THC percentage. But in this episode, we zoom out—and zoom way in—on what makes a brand actually matter.

Jake and Duffy sit down with Emily Paxhia, co-founder of Poseidon and one of cannabis’ earliest institutional investors, for a wide-ranging conversation on what separates products from platforms, and trends from real traction. From low-dose drinks to Sunburn’s origin story to why every good brand needs a point of view, Emily breaks down what it takes to stand out—and stick around—in a crowded, fast-moving space.

If you care about brand-building, experience design, or where the cannabis category is headed next, this one’s for you.

Topics Covered:

• What makes a cannabis brand actually defensible
• Why most hemp drinks feel like copy-paste jobs
• Lessons from Red Bull, LaCroix, and Napa Valley
• What cannabis retail can learn from wine tasting rooms
• The problem with potency as the only selling point
• A peek inside Sunburn’s immersive brand strategy
• What lounges, loyalty, and low-dose formats might unlock

About Our Guest:

Emily Paxhia is the co-founder and Managing Partner of Poseidon Investment Management, one of the first cannabis-focused investment firms in the U.S. She’s been backing and advising brands since 2013, with a background in consumer behavior, brand strategy, and product development for companies like HBO, American Express, and PepsiCo. She lives in California and continues to shape the future of cannabis through investments, storytelling, and advocacy.

Links & References:

• Poseidon Investment Management
• Sunburn Cannabis
• Charlotte Figi & the CBD Origin Story